Increase in conversion rate
Increase in average order value
Reduction in LCP improving site speed
YEAR / 2025
Always In Motion
Shopify Development
Conversion Rate Optimisation (CRO)
UX/UI
Strategy
E-Commerce
Always in Motion partnered with Baseline to overhaul their website experience, with a clear focus on improving conversion performance while elevating brand storytelling. The brief was to move beyond a functional storefront and build a site that better communicated the uniqueness of each product drop - without sacrificing speed, usability, or scale.
The result was a fully rethought site architecture that balanced narrative-led design with performance-driven UX decisions.
The Challenge
Always in Motion had strong products and an engaged audience, but the existing website struggled to fully communicate value and guide users through the buying journey. Key challenges included:
Product pages that didn’t clearly differentiate individual drops
A variant-heavy structure that limited product discovery
Underutilised storytelling content despite strong brand assets
Opportunities to improve trust, speed, and conversion efficiency
The goal was to redesign the site in a way that improved performance while letting the brand’s story do more of the selling.
What We Did
1. Full Website Redesign
Redesigned the entire site to clearly communicate USPs and brand positioning
Introduced stronger visual hierarchy and storytelling-led layouts
Reduced reliance on long-form text in favour of structured, scannable content
2. Drop-Specific Landing Page Templates
Designed new landing page templates for each product drop
Enabled lookbook-style storytelling to sit front and centre
Allowed each drop to feel distinct while remaining systemised and scalable
3. Product Architecture Rebuild
Shifted from a single product with multiple variants to individual products per variant
Implemented sibling product linking on PDPs to improve navigation and discovery
Reduced friction when moving between related products
4. Trust & Conversion Optimisation
Integrated reviews more prominently across the site to reinforce trust
Introduced clearer USP communication using iconography instead of text-heavy blocks
Improved cart experience with better upsell integration
5. Performance & Retention Enhancements
Custom-built new on-site video and image blocks to support storytelling
Implemented a full-page Klaviyo pop-up, driving an immediate uplift in sign-ups
Delivered measurable improvements to site speed and LCP
Outcome
The redesigned site launched with immediate performance gains across key commercial metrics:
+37% increase in conversion rate
+15% increase in average order value
10% reduction in LCP, improving overall site speed
+10% uplift in Klaviyo form submissions following pop-up optimisation
The result was a faster, clearer, and more engaging website that converts more effectively while giving the brand room to tell its story properly.
Final Word
This project highlights the impact of aligning storytelling with conversion-focused UX. By restructuring product architecture, improving site performance, and letting content work harder on the page, Always in Motion now has a website built not just to sell, but to scale.
